SOCIAL  ADVERTISING  MASTERCLASS  

Presenters Justin Kistner, Mixpo Dennis Yu, BlitzMetrics Max Dempster, Social Forces

SOCIAL ADS MASTERCLASS

•  Focusing  on  Facebook  •  Largest  and  most  mature  •  Everyone  is  copying  them  

Campaign  Goal  A  single  stage  objec<ve  (video  views  and  website  conversions)  

SOCIAL ADS MASTERCLASS

Program  Goal  An  objec<ve  achieved  from  sequenced  campaigns  

CAMPAIGN STRUCTURE SOCIAL ADS MASTERCLASS

Campaign  •  Objec<ve  •  URL  •  Budget    Ad  Set  •  Targe<ng  &  Bid    Ads  •  Crea<ve  

Campaign  Unique  URL  

Ad  Set  1  Audience  1  

Crea<ve  A  Image  &  Copy  A  

Crea<ve  B  Image  &  Copy  B  

Ad  Set  2  Audience  2  

Crea<ve  A  Image  &  Copy  A  

Crea<ve  B  Image  &  Copy  B  

same  crea<ve  

•  Live  Demo  

SOCIAL ADS MASTERCLASS

• AD  TYPES  AND  CREATIVE  •  Facebook  Ads,  their  strengths,  and  their  specs.  

SOCIAL ADS MASTERCLASS

Objectives & Your Audience SOCIAL ADS MASTERCLASS

Facebook  Popula<on  

Objectives & Your Audience SOCIAL ADS MASTERCLASS

Facebook  Popula<on  

Your  Audience  

Objectives & Your Audience SOCIAL ADS MASTERCLASS

Facebook  Popula<on  

Your  Audience  likely  to  take  an  

ac<on  

Website Objectives SOCIAL ADS MASTERCLASS

•  Primarily  drives  traffic  •  Reach  those  likely  to  click  through  

•  Uses  Conversion  Pixel  •  Drives  specific  conversions  •  Track  which  ads  convert  

Clicks  To  Website   Website  Conversions  

App Objectives SOCIAL ADS MASTERCLASS

•  Targets  those  likely  to  install  

•  Unique  Install  CTAs  

•  Target  users  of  your  app  •  Lead  to  a  specific  page  or  func<on  of  app  

App  Installs   App  Engagement  

Page Objectives SOCIAL ADS MASTERCLASS

•  Reach  those  who  like  to  Like  

•  CTA  buUon  “Likes”  Page  

•  Reach  more  people  with  Page  posts  

•  Priori<ze  those  who  Like,  Comment,  Share  

Promote  Your  Page   Boost  Your  Posts  

Local Objectives SOCIAL ADS MASTERCLASS

•  Reach  those  likely  to  RSVP  to  your  event.    

•  Unique  RSVP  CTAs  

Event  Awareness  

•  Reach  local  users  near  your  business  

•  Unique  CTAs  like  “Get  Direc<ons”  

Local  Awareness  

Local Objectives SOCIAL ADS MASTERCLASS

•  Uses  the  Offer  format  (visible  or  Dark  Posted)  

•  Reach  people  who  claim  Offers.    

Offer  Claims  

Video Objectives SOCIAL ADS MASTERCLASS

•  Videos  can  be  used  in  other  ad  types.  

•  This  objec<ve  specifically  focuses  on  building  video  views.    

Video  Views  

•  Live  Demo  

SOCIAL ADS MASTERCLASS

• AUDIENCE  MANAGEMENT  •  Targe<ng  types  and  strategies  

SOCIAL ADS MASTERCLASS

Facebook Native SOCIAL ADS MASTERCLASS

• Good  when  you’re  star<ng  out  

• Focus  is  on  Interest-­‐based  targe<ng    

• Facebook  Audience  Insights  is  very  useful  

Custom Audience SOCIAL ADS MASTERCLASS

• Can  u<lize  exis<ng  audience  info  from  on/off  Facebook  

• Pixel  tracks  users  at  certain  points  in  your  funnel  

• Great  for  lookalike  audiences  

Inclusion & Exclusion SOCIAL ADS MASTERCLASS

• Use  custom  audiences  to  pick  and  choose  who  sees  your  ads  

• Avoid  adver<sing  to  people  who  have  already  converted  

STRATEGIES SOCIAL ADS MASTERCLASS

Audiences  •  Seed  •  Lookalikes  •  Abandoners  •  Excluding  Converters  •  Sequencing  

• BID  AND  BUDGET  

SOCIAL ADS MASTERCLASS

•  Budget  •  The  maximum  amount  you’re  willing  to  spend  on  a  campaign.  

SOCIAL ADS MASTERCLASS

Bid  The  amount  that  a  certain  ac<on  (like  conversion  or  click  through)  is  worth  to  you.    

OVERRIDING  

oCPM  SOCIAL ADS MASTERCLASS

•  Live  Demo  

SOCIAL ADS MASTERCLASS

• 1ST  &  3RD  PARTY  TOOLS  

SOCIAL ADS MASTERCLASS

Ads Manager SOCIAL ADS MASTERCLASS

• Intui<ve  for  beginners  • New  interface  makes  management  a  breeze  • Improved  automated  repor<ng  tools  • Not  as  robust  as  Power  Editor  

Power Editor SOCIAL ADS MASTERCLASS

• Updates  First:  get  new  func<onality  before  other  users  • More  control:  create  longer  headlines,  special  characters,  change  your  display  URL,  etc  

• MulFple  tracking  pixels:  for  a  wider  range  of  useful  audiences  • Bulk  acFons:  from  impor<ng  crea<ve  to  duplica<ng  &  itera<ng  upon  Ad  Sets  

• Less  stressful:  make  changes  “offline”,  then  upload  

Audience Insights SOCIAL ADS MASTERCLASS

• IniFal  research:  Can  help  you  define  &  build  your  first  seed  audiences.    

• Uncover  more:  Discover  the  makeup  of  your  Custom  and  Lookalike  Audiences  

• Learn  more:  Find  out  user  interests,  affinity,  income,  likely  ac<ons  on  Facebook,  educa<on  level,  Page  Likes,  loca<on  and  more!    

• It’s  free:  A  very  powerful  tool  if  you  don’t  have  access  to  3rd  party  research  

THIRD PARTY TOOLS SOCIAL ADS MASTERCLASS

Automa<on  •  Bulk  ad  crea<on  (MVT,  A/B  tes<ng,  etc.)  •  Workflow  automa<on  for  connected  campaigns  •  Rules  and  algorithms    Integra<on  •  Data  integra<ons  with  CRMs,  DMPs,  etc.      More  Control  •  Custom  specs:  Targe<ng,  Engagement,  and  Tracking      

POST  CLICK  EXPERIENCES  Websites,  landing  pages,  and  apps  

SOCIAL ADS MASTERCLASS

LANDING PAGES

Social + Mobile Optimized Design •  Responsive •  AJAX •  CDN

OG Meta Tags

Conversion Pixel

Audience Pixel

•  Live  Demo  

SOCIAL ADS MASTERCLASS

SOCIAL  ADVERTISING  MASTERCLASS    Q&A  Thanks  from… Justin Kistner, Mixpo Dennis Yu, BlitzMetrics Max Dempster, Social Forces